Tailoring a product to the local market ​

Business Issue


Competitors were rapidly entering an emerging and prospering super premium pet food segment. ​

With an existing product in another geography, our client was potentially in a strong place to capitalise. ​

Understanding the local context and nuance was essential to a successful launch.​

Insitas Delivered


The existing product required a number of changes to give it the appropriate local fit.​

The packaging required re-imagining as well as stylistic changes, more in keeping with local culture.   ​

Subtle differences in purchase triggers between the markets meant that communication messaging needed a change of emphasis. ​

Actions Taken


The immediate launch was delayed.​

The time was used to develop more appropriate pack imagery as well as create a new campaign vehicle – all working to ensure increased success at launch.​